Has what guests are looking for changed?

Guest behaviour is always shifting back and forth, but while the dramatic effects of the pandemic are beginning to subside, there are other factors having a more sustained impact on consumer trends. The cost-of-living crisis is slightly curbing travel capability, although Sawday’s core demographic of empty-nesters are generally somewhat protected from it, while environmental concerns are influencing destination choices and transport options.  

Going greener

Responsible travel has always been an essential part of how we do business, but is also increasingly important to our guests. Content relating to train and ferry travel is consistently proving popular and guests are increasingly looking for information on greener transport options. As the use of electric vehicles grows, so does the demand for charge points, which are becoming a more familiar sight at our places and are now a standard feature of search functions on travel websites.  

This development is affecting providers and platforms too. Travellers are beginning to demand that a company examine the environmental impact of its offerings, with ABTA’s Holiday Habits 2022 report finding that 43% of respondents considered it a provider’s responsibility to be sustainable, not the purchaser’s. Consumer experts like Mintel also report a rise in the interest in sustainable brands and the growing popularity of B Corp certification further shows how change is being driven from the ground up.  

Wiggle room

A big shift in consumer behaviour is towards a longer season and greater flexibility in booking patterns. Booking data from our sister site, Canopy & Stars, shows that bookings for September and October 2022 were up 42% against 2019, and those typically ‘out of season’ stays are being booked with longer lead times.  

Owners can respond to this through being more flexible and enhancing and communicating the experience provided. Flexibility could be the relaxing of booking conditions or check in times, allowing guests to fit their stay into less traditional working weeks.  

Bringing down barriers

The World Health Organisation estimates that there are now 1.3 billion people with disabilities and the latest figures form the UK government show that 22% of total UK population now declare a disability. This figure is only rising as life expectancies increase and more disabilities become recognised. There is a clear opportunity and a need for holiday home owners to make their spaces more accessible. Many owners can feel daunted by creating fully accessible spaces, but our work with disability campaigner Sophie Morgan, alongside other research, tells us that presenting the right information in a clear way can be an incredibly helpful start. Visit Britain’s creation of a guide to creating an accessibile place is an indicator of how the industry is taking this issue seriously.  

The call of water

Despite the growth in city breaks and searches we reported elsewhere, guest demand for coastal properties is still high. According to market research company Mintel, 53% of holidaymakers specifically search for rental properties that are located near a beach and we saw this reflected in a recent survey, with 66% of guests indicating a preference for coastal locations. Over the last 12 months, our coastal retreats collection has been the third most viewed, beaten only by the more situational last-minute and new places groups. The allure of the sea is possibly the only true constant in the whole of the travel industry. 

Minimalism to the max

One trend that seems to go from strength to strength, certainly among the Sawday’s audience, is the preference for a pared-back, minimalist style in the places they’re staying. In a recent poll, 45% of our guests showed a preference for places with the simple feel of modern, Scandinavian-inspired décor, and our three most viewed places across the whole of Sawday’s over the last 12 months were modelled in this fashion. 

The experience economy

The rise of the experience economy, in which guests are as interested in what they can do as where they can stay, shows no signs of slowing down. Research from Barclaycard states that over 50% of Britons would now rather spend their money on experiences than material goods. For operators this brings an opportunity to market their space as an experience, not just a place to stay. 

The Midlifer Opportunity

Not the title of a very odd Len Deighton novel, but the chance to appeal to a hugely influential audience. So called Midlifers, who constitute the majority of the Sawday’s audience, have more free time and disposable income than other demographics and often travel outside of peak season, making them very valuable to property owners looking to fill the year. Research from our Hotels, Inn & Pubs division tells us they also have, on average, a 15% higher food & beverage spend than guests from other sources. They are travelling to experience a place in depth and are on the lookout for authentic cultural experiences, good food and generosity of spirit, which they repay by being considerate, respectful guests. 

What makes this demographic so important currently is their resistance to financial pressures, meaning that smart property owners should be doing anything they can to appeal to this audience. They are the generation that travelled with battered copies of Lonely Planet, a sense of adventure and not much else and while they might now be organising anything from multi-generational gatherings to romantic breaks, it will still be the fun and personality of a place that attracts them.